I’ll keep today’s article simple—and fun. Bob Farrell, founder of Farrell’s Ice Cream Parlors, shared the secret to a great customer experience in 1973 (yes, almost 50 years ago!), when he developed a motivational speech for new employees called “Give ’em the pickle!” It was based on a letter he received from a disappointed customer.

The key lessons of that letter? Check out this video to get the details on the letter and his speech.

What’s the extra or special thing that you do to make (and keep) customers happy? Certainly, Farrell advocates for you to make serving others your No. 1 priority.

And don’t be opportunistic. Don’t make a dime (or 75 cents) just because you can. That’s the point of the pickle story.

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